Fiona Campbell MBE, Chief Executive of the Association of Scotland’s Self-Caterers (ASSC), has been named Director of the Year at the Institute of Directors (IoD) Scotland Awards 2025.
The prestigious accolade recognises Fiona’s exceptional leadership and dedication to representing and supporting Scotland’s self-catering sector through a period of significant change and challenge.
Fiona has developed a proactive policy leadership approach, launching reform blueprints that balance opportunity for this vital sector with risk, ensuring long-term resilience. She continues to model transparent, values-driven leadership, mentoring colleagues, engaging policymakers with empathy and integrity, and championing value-led policy that puts community before self-interest.
Under her leadership, the ASSC has become a trusted voice within Scotland’s tourism landscape, advocating for fair, evidence-based regulation and promoting the vital role of self-catering in supporting local economies, communities, and sustainable tourism.
Commenting on the award, Fiona Campbell MBE said:
“I’m deeply honoured to receive this recognition from the IoD. This award reflects not just my work, but the collective effort of everyone within the ASSC and across Scotland’s tourism sector who strives to protect, promote, and strengthen our self-catering community. I’m incredibly proud of what we’ve achieved together.”
The ASSC also extends warm congratulations to Marc Crothall, Chief Executive of the Scottish Tourism Alliance, who received the Lifetime Achievement Award for his outstanding contribution to Scotland’s tourism industry.
Fiona added:
“Marc’s dedication and leadership have been instrumental in uniting and championing Scotland’s tourism and hospitality sectors. His lifetime award is truly well deserved.”
The ASSC congratulates all the winners and finalists across every category of the IoD Scotland Awards 2025, celebrating excellence, innovation, and leadership across all sectors of Scottish business.